The Creation of New Diderot Unities: a Quest For Possible Selves?

ABSTRACT - This paper tries to draw links between the creation of new Diderot unities (products consumed in a group and that have an internal consistency based on lifestyle) with 'impulse purchases’ as key departure products. A possible cognitive bases for such consumption behaviour is explored. Holistic meaning matching between the self-concept (possible selves) and a new diderot unity is suggested as an explanation for the consumption of such a product set.



Citation:

Teresa Davis and Gary Gregory (2002) ,"The Creation of New Diderot Unities: a Quest For Possible Selves?", in NA - Advances in Consumer Research Volume 29, eds. Susan M. Broniarczyk and Kent Nakamoto, Valdosta, GA : Association for Consumer Research, Pages: 241.

Advances in Consumer Research Volume 29, 2002     Page 241

THE CREATION OF NEW DIDEROT UNITIES: A QUEST FOR POSSIBLE SELVES?

Teresa Davis, University of Sydney

Gary Gregory, University of Wollongong

ABSTRACT -

This paper tries to draw links between the creation of new Diderot unities (products consumed in a group and that have an internal consistency based on lifestyle) with 'impulse purchases’ as key departure products. A possible cognitive bases for such consumption behaviour is explored. Holistic meaning matching between the self-concept (possible selves) and a new diderot unity is suggested as an explanation for the consumption of such a product set.

'Shopping Scenarios’ were used to identify 15 female respondents who confirmed that they had in the past year, purchased one 'seemingly impulse’ lifestyle based product and then purchased at least two other products that were related (symbolically, not functionally) to the first one.

Demographic and lifestyle information was collected from all the fifteen respondents and each of the respondents were interviewed in depth in a one-on-one setting. An exploratory, semi-structured format was used to elicit emotive and cognitive themes about the purchase incidents.

Common themes were drawn from the interviews to serve as possible identifying elements of the phenomenon. Personal factors and Cognitive factors were identified and are offered as a starting point for further research into such product unities. The self-concept theory of "Possible Selves" is offered as one possible explanation that determines when an 'impulse purchase’ is a key departure product for a new diderot unity.

The findings suggest that when a recognition/match occurs between one’s self-concept and a new diderot unity, the consumer breaks away from his/her 'normal’ Diderot unity. It is suggested that this happens because the impulse object’s symbolic properties are in keeping with the consumer’s aspirational or desired Diderot unity and their self-concept.

The findings point in the direction of further research with larger and more representative samples, to explore the holistic meaning matching factor as well as specific demographic factors such as stage in life cycle of the individual consumer.

REFERENCES

Bowen, Ralph H.(1956), "Introduction", in Rameau’s Nephew and other works by Denis Diderot, trans. Jacques Barzun and Ralph Bowen, New York: Bobs Merril, vii-xviii.

Burroughs, James E.(1996), "Product Symbolism, Self Meaning and Holistic Matching: The Role of Information Processing in Impulsive Buying" Advances in Consumer Research, vol 23, 312-317.

Kagan, Jerome(1965), "Impulsive and Reflexive Children: Significance of Conceptual Tempo," in Learning and the Education Process, ed J.Krumboltz, Chicago;Rand Mc Nally, 133-161.

Markus, H and Nurius, P (1986), "Possible Selves", American Psychologist, Vol 41, no.9 (954-969), American Psychological Association.

McCracken, Grant (1988), Culture and Consumption, Indiana University Press, Bloomington, IN.

Munson M.J and Spivey, A.W (1981), "Product and Brand user Stereotypes across Social class" Advances in Consumer Research vol 8, 696B699.

Rook, Dennis(1987), "The Buying Impulse" in Journal of Consumer Research vol 14, (September), 189-199.

Rook, Dennis and Hoch, Steven (1985), "Consuming Impulses" in Advances in Consumer Research, Vol 12, ed. Morris B. Holbrook and Elizabeth C. Hirschman, Provo, UT: Association for Consumer Research, 23-27.

Rook, Dennis and Fisher, Richard (1995), "Normative Influences On Impulsive Buying Behavior" in Journal of Consumer Research, vol 23 (December), 305-314.

Solomon, Michael R and Assael, Henry (1987), "The Forest or the Trees- A gestalt approach to Symbolic consumption" in Marketing and Semiotics- New Directions in the study of signs for sale (ed) Umiker-Sebeok, Mouton-Gruyter, 189-218

Thompson, Craig; Locander,William B; and Pollio, Howard R, (1990), "The lived Meaning of free Choice; An Extistential-Phenomenological Description of Everyday Consumers Experiences of Contemporary Married Women" Journal of Consumer Research, 17(December) 346-361.

----------------------------------------

Authors

Teresa Davis, University of Sydney
Gary Gregory, University of Wollongong



Volume

NA - Advances in Consumer Research Volume 29 | 2002



Share Proceeding

Featured papers

See More

Featured

O3. The Effect of Numeric Information on Product Evaluation

Zhen Yang, Drexel University, USA
Yanliu Huang, Drexel University, USA
Dengfeng Yan, University of Texas at San Antonio, USA

Read More

Featured

Effects of Retail Food Sampling on Subsequent Purchases: Implications of Sampling Healthy versus Unhealthy Foods on Choices of Other Foods

Dipayan Biswas, University of South Florida, USA
Jeffrey Inman, University of Pittsburgh, USA
Johanna Held, University of Bayreuth

Read More

Featured

Can Implicit Theory Influence Construal Level?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.